Waiting for the crash of the Maserati/Accenture relationship
Steve’s breakdown: Congrats to Accenture Interactive on the Maserati win but all should keep an eye on this situation. Accenture is historically an accounting firm and we just don’t have a lot of confidence that this will last. Stay tuned . . .
AUBURN HILLS, MI & MODENA, Italy: Accenture Interactive has taken another biggish step into adland with its appointment as Maserati’s “global experience agency of record,” handling digital brand strategy, digital advertising, digital content production, campaign management and analytics services.
Which is an accurate, if wordy, way of describing the big consultancies’ pitch to clients: not just ads but the whole shooting match.
Maserati head of marketing Jacob Nyborg says: “We are proud of our reputation for delivering a superior customer experience, yet we’re still committed to improving every interaction we have with current and potential customers. High-quality brand experiences change the nature of our relationships in a positive way, and we want to engage with our customers across all channels, from media to after-sales, in more meaningful ways.
“That’s why we selected Accenture Interactive; they have the capabilities to manage our customer touchpoints holistically so we can deliver great experiences that build consistent, seamless and authentic interactions with our discerning customers.”
Maserati, long considered a basket case despite its glamorous heritage, has turned itself around under owner Fiat Chrysler and may be spun off as a standalone company, as Fiat Chrysler did with Ferrari.